All posts in "Bill’s Journal"
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The Right Strategy Wins

By Bill Alpert / February 10, 2011

If you’ve tried everything, and nothing seems to be working, it could be your strategy. After decades of working with business owners, I’ve found that even the most basic marketing tactics are effective when the right basic strategy is in place. And when no strategy (or a poorly chosen strategy) is in place, the world […]

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2 Step Tactical Marketing Using Print

By Bill Alpert / February 10, 2011

1. Start with a great strategy. (see our post on strategies) 2. Create a postcard, mailer or brochure that speaks clearly to your strategy. You can’t go wrong here. Your strategy encompasses your strengths and the deep needs of your customers. Your tactic is simply opening a communication channel with your customers. Examples: If your […]

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The Mother of All New Year's Resolutions

By Bill Alpert / January 6, 2011

This isn’t about my needing to lose ten pounds, though that certainly woudn’t hurt. Instead, it’s about sleeping at night, and making sure my family is well cared for. It’s about waking up with a smile on my face and excitement for the day ahead. When all is said and done, what else counts? Think […]

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It's a printing thing

By Bill Alpert / December 16, 2010

I still get a rush from jogging a ream of printed brochures, freshly off the printing press. It’s the same kind of rush your customer gets when she feels the rich texture of that paper between her fingertips. When you’re designing for print, remember that the reader’s experience is tactile as well as visual. That’s […]

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